FEATURE STORY
“I decided to start my own business because I wanted the challenge, but also to reset my work-life balance. I had to continue learning and stretching myself beyond what was comfortable and familiar.”
Fernandez created Yaya Speaks to “inspire and motivate women to discover their greatness and to be open to happiness.” A long-time mentor and coach for young women, she wants Yaya Speaks to help women recognize and acknowledge their own unique gifts and talents and utilize them to reach their own dreams.
“My long-term goal is to create a circle of Yayas (advisors) who are experts on several topics, but that address the whole female experience — career, relationships, motherhood — to help working women be successful and lead more fulfilling lives.”
“Serving at the Hispanic College Fund was my dream job,” Fernandez said.
“It was the perfect place for me because all of my passions seemed to converge there — my passion for education, my passion to help people achieve their dreams and my love of business. I was able to utilize all of my strengths for the benefit of others.
“I helped, inspired and encouraged thousands of Latino children whose parents, like my mom, had sacrificed everything for their futures. The incredible people at the Hispanic College Fund were oftentimes the answer to a mother’s prayer for her son or daughter to go to college. Every time I received a graduation announcement from one of our scholars, it was a prideful moment for me.”
During her years with the organization, Fernandez helped design and grow programs, run fundraising events, expand technology, grow the staff, oversee the finances and raise money. Despite her many accomplishments and love of her job, she made the decision to leave the organization. When she left in December 2009, she left an organization with 21 full-time staff, offices in Los Angeles and Washington, D.C., and on-site programs in seven major cities in the United States.
As with most entrepreneurs, Fernandez has faced challenges along the way — establishing a brand, building credibility, defining what makes her different from competitors, managing on very limited resources and most of all, having the patience to test different strategies.
“I think the unexpected challenge has been those days of self-doubt when you ask yourself, do you really know what the heck you’re doing!? Those are the days when I have to remind myself of how far I have come, to recognize all that I have accomplished and be inspired by my own journey.
“My master’s degree got me to where I am today. My undergraduate degree got me a place in the room with other professionals, but my graduate degree gave me the confidence to speak. Averett’s GPS Program taught me to present my ideas convincingly and gave me incredible confidence as a result. Every experience I have had since has prepared me for this moment of realizing my life’s purpose to help women recognize their wisdom and inner greatness.”
For more information about Yaya Speaks visit
yayaspeaks.com
AVERETT TODAY FALL 2011 35
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